Starbucks launches a public welfare initiative to deepen its

On the occasion of International Women's Day, it was announced on March 7th that the Starbucks Public Welfare Foundation in Beijing will donate 5 million yuan in the next three years to launch the "Star Embroidery Future Seeking Beauty in Yunnan" intangible cultural heritage inheritance and rural women empowerment project in collaboration with the Shanghai Pudong New Area Xinhe Shanchuang Public Welfare Development Center. So far, Starbucks has donated over 60 million yuan to public welfare in Yunnan. ​

Zhu Lei, Secretary General of Beijing Starbucks Public Welfare Foundation, said that in the past six years, she has been deeply touched by the companionship of rural mothers and intangible cultural heritage skills. Supporting the sustainable development of Yunnan's intangible cultural heritage industry is an important measure to activate the endogenous driving force of rural areas and deepen the foundation's strategy of revitalizing communities. ​

The new project proposes an "intangible cultural heritage full chain" empowerment strategy, covering key links in the industrial chain. Through expert visits, research and learning, online training, etc., it provides multi-faceted support for product development, capacity building, team management, and cooperative strategy formulation. This project will comprehensively empower 200 female leaders in intangible cultural heritage, focus on assisting 15 intangible cultural heritage teams, and drive 1500 intangible cultural heritage practitioners. Designers will also collaborate with intangible cultural heritage mothers to create 100 products. ​

Since 2019, Starbucks has launched two phases of the "Rural Mom Acceleration Program" and "Star Embroidery Future" projects, covering about 50 intangible cultural heritage skills in 26 provinces across the country, helping more than 2750 rural women increase their income through intangible cultural heritage entrepreneurship and employment, and launching 90 intangible cultural heritage product design solutions. ​

Starbucks has opened four intangible cultural heritage concept stores in China since 2021. In the new project, the exploration of "intangible cultural heritage+business" will continue, and more intangible cultural heritage concept stores and joint products will be launched. In addition, in the "Star Embroidery Future Seeking Beautiful Yunnan" project, more "intangible cultural heritage+" models will be created, such as "intangible cultural heritage+cultural tourism", and two intangible cultural heritage characteristic blocks will be created in Yunnan. The "Star Embroidery Future" brand collection store will also be upgraded to enhance online and offline interaction of intangible cultural heritage. ​

Since the establishment of the first "Coffee Grower Support Center" in the Asia Pacific region in 2012, Starbucks has invested over 60 million yuan in public welfare funds in Yunnan, launching five coffee industry support projects, two "Coffee Second Generation" children's reading assistance projects, and three rural intangible cultural heritage inheritance and rural women's empowerment projects, directly and indirectly benefiting over 100000 people. ​